Kapitel 3

The two primary components that create brand equity are brand awareness and brand image.

Brand awareness is the measure of whether people remember the brand or not.

Brand image refers to the associations or perceptions consumers have with the brand.

Brand recognition is the ability of consumers to identify a brand when they see or hear about it, often while walking the aisles of a store. In contrast, brand recall refers to consumers' ability to retrieve the brand from memory when thinking about a product category, often before entering a store.

When using brand recognition, consumers are more likely to buy and remember unfamiliar products.

When using brand recall, consumers are more likely to buy and remember familiar products.

Companies should focus on building positive associations with their brands because emphasizing positive attributes of their product will strengthen the brand's positive image and automatically diminish negative associations.

Companies should avoid reminding consumers that their brand is not related to negative attributes.

Reinforcing positive associations automatically suppresses negative ones, which strengthens the brand's overall positive image in consumers' minds.

The phenomena that explain this are the part-list cuing and the halo effect.

he halo effect is a cognitive bias where the perception of a positive trait in one aspect of a brand/product can influence the perception of other unrelated aspects. In branding, if a company emphasizes its positive attributes, consumers might generalize and view other aspects of the brand in a positive light as well, overshadowing any negative associations.

Pairing positive images with the brand or product creates an affective reaction in consumers' minds. They may not distinguish whether the positive emotions arise from the brand/product itself or from the associated positive image, enhancing the overall brand perception.

Coca-cola is recognized for this approach, particularly with their happiness campaigns.

Showing the brand together with the product endorser allows the positive feelings or affection people have for the endorser to transfer to the brand. This creates a bond between the brand and the consumer, independent of the endorser's individual actions or changes in behavior.

By consistently presenting the brand alongside the product endorser, people's affection towards the endorser will already be associated with the brand. Hence, even if the endorser's behavior changes, it will not significantly affect the brand's perception as the bond is established.

Empowering consumers to participate in the production process can increase their intention to purchase and willingness to pay for the product.

This phenomenon is called the "Ikea effect."

According to Christoph Fuchs' research, asking consumers to help in the production of the product increases intention to purchase and willingness to pay by 50%.

For luxury products, consumers typically want to avoid being involved in making the product, and they want other customers to be involved. They prefer experts or artisans to craft these products to ensure the highest quality and exclusivity.

Priming refers to the unconscious activation of ideas or associations in consumers' minds, which can influence their perceptions, attitudes, and behaviors.

Priming is effective because we are significantly influenced by the ideas or associations that have just been activated in our minds. If this activation is nonconscious, we cannot recognize or counteract its influence since we lack the mechanisms.

Companies can benefit from priming by subtly activating their brand in consumers' minds, increasing brand awareness, and potentially influencing purchase decisions.

Companies can embed their brand in movies, video games, shows, and other entertainment mediums to unobtrusively prime and expose consumers to their brand.

The four strategies companies use to get consumers' attention are humor, threats, music, and sex.

Music is more complex than the other stimuli, making it more difficult to process.

The advantage of using music is that its effects can occur unconsciously, potentially leading to more substantial and lasting impacts on consumers.

Many people oppose the objectification of bodies in advertisements. Moreover, sexual stimuli can distract consumers, making them less likely to remember the brand and disrupting their thinking.

Using sexual stimuli might make people less likely to remember the advertised brand and can disrupt their thinking or cognitive processing.